Interview with Chaitsi Ahuja

This blog was originally posted by Shilpi Panjabi, at Fibre2Fashion on February 6, 2025.

We aim to dismantle the myth that sustainability is elitist

Brown Living is India’s leading online marketplace for eco-conscious consumers, offering a curated selection of sustainable, vegan, plastic-free, and zero-waste products. Committed to ethical sourcing and conscious consumption, the platform supports artisans, promotes afforestation, and ensures 100 per cent carbon-neutral deliveries. Speaking to Fibre2Fashion, Founder & CEO Chaitsi Ahuja explains how Brown Living empowers consumers to make mindful choices while fostering a positive environmental impact.

Q. Brown Living is known for its commitment to sustainability. What were the core principles that inspired you to start a platform promoting sustainable fashion?

A. Brown Living was born out of a radical need to challenge the ‘take-make-waste’ model of consumption. Our platform is driven by the principle that sustainability must be mainstream—not a niche luxury. By empowering artisans, curating zero-waste designs, and enabling plastic-free choices, we are crafting a future where fashion does not cost the Earth. Brown Living is more than a platform; it is a rebellion against the fast fashion machine.

Q. How do you educate and encourage consumers to transition from fast fashion to more sustainable choices available on your platform?

A. We believe education is empowerment. Through our blog, social media, and Q&A sections on the website, we decode the harsh truths of fast fashion and inspire actionable change. Our curated collections provide easy, guilt-free alternatives that merge style and substance. With every purchase, we offer a chance to rethink consumption and champion mindful living.

Q. What criteria do you follow while selecting brands and products to be featured under the ‘Fashion’ category on Brown Living?

A. Every brand on Brown Living undergoes a stringent curation process. We prioritise those championing eco-friendly materials, ethical production, and fair-trade practices. From zero-waste designs to vegan and cruelty-free options, each product tells a story of accountability and impact. If it does not align with our ‘conscious first’ philosophy, it does not make the cut.

Q. How do you measure the environmental and social impact of the products sold on Brown Living? Do you share these metrics with customers?

A. Every product on Brown Living includes detailed sustainability evaluation, which is a combination of numerical and qualitative data on social impact, environmental impact and emissions, plastic diversions from landfills, carbon savings, water usage, and artisan impact. This transparency builds trust while educating consumers about the ripple effect of their choices. We are working on an algorithm to measure and quantify these parameters and make these metrics accessible to empower shoppers. In the near future they would be able to measure their purchases beyond price tags and see the real value they create.

Q. What are some of the challenges you face in promoting sustainable fashion in India, and how do you address them?

A. The biggest challenge is undoing the deeply ingrained mindset of affordability over accountability. Fast fashion’s low prices come at a high environmental cost. We counter this by showcasing value beyond price—durability, artisan craftsmanship, and environmental impact. By fostering community dialogues and embracing transparency, we inspire change one story at a time.

Q. Sustainable products often come with a higher price tag. How does Brown Living ensure accessibility for a broader audience without compromising on quality?

A. We aim to dismantle the myth that sustainability is elitist. By working directly with artisans, we cut intermediaries and offer affordable, high-quality alternatives. Initiatives like flexible payment options and discounts for first-time buyers ensure our mission stays inclusive without compromising ethical integrity.

Q. What trends do you see emerging in sustainable fashion, and how is Brown Living adapting to or shaping these trends?

A. The rise of circular fashion, biodegradable fabrics, and upcycled designs is reshaping the industry. Brown Living champions these trends by prioritising brands that innovate with materials like banana fibre or post-consumer recycled textiles. We are not just adapting; we are steering the movement towards conscious consumption.

Q. How has consumer demand for sustainable fashion evolved in recent years, and what factors are driving this shift?

A. Consumer demand has shifted from mere aesthetics to ethical responsibility. Post-pandemic, people seek products that align with their values. Factors like social media awareness, climate activism, and the appeal of authenticity are driving this transformation, and Brown Living is here to fuel that momentum.

Q. What are the biggest challenges for brands in balancing sustainability with scalability in the fashion industry?

A. The struggle lies in scaling without sacrificing ethics. Brands must invest in sustainable innovation and fair labour practices, even when it is not the cheapest route. Brown Living supports this balance by spotlighting those who stay true to their mission while growing responsibly.

Q. How are innovations in sustainable materials, such as bio-fabrics or recycled fibres, impacting the industry’s ability to reduce its environmental footprint?

A. Innovations like bio-fabrics, natural alternative materials to PU and polyester, weaving innovations at scale, and plant-based dyes are redefining sustainable fashion. These materials drastically cut carbon footprints and waste. At Brown Living, we celebrate these breakthroughs, offering consumers not just a product but a chance to support revolutionary change.

Q. Are there any noteworthy collaborations with designers or brands that have significantly contributed to the growth of your fashion segment?

Our collaboration with India’s finest sustainable artisans and emerging eco-conscious designers (Doodlage, Lafaani, Threadsmith, Anushé Pirani, Conscious Closet, The Terra Tribe, B Label, Mayu, Bageeya, Stotra, Kauseyah, Basal Studio, Iti Dor, Bunko Junko, Sasha, Kanelle to name a few) has brought zero-waste and conscious collections to the forefront. Notably, our deep partnerships with brands like B77, Greensole, Green Hermitage have redefined how consumers view ethical fashion. These synergies prove that luxury and sustainability can co-exist, leading to a new era of conscious elegance.

Q. What role does the Brown Living community play in driving the narrative of sustainable living, and how do you involve them in shaping the future of sustainable fashion?

A. Our community is the backbone of this movement. Through events, workshops, and a growing digital tribe, we amplify real voices advocating for change. Customer feedback shapes our collections, making sustainable fashion a collective effort. Together, we are designing a world where mindful consumption is celebrated.

Q. How do regional, cultural and economic differences influence the adoption and perception of sustainable fashion globally?

A. Cultural narratives and affordability shape perceptions. In India, we leverage traditions like handloom and artisanal crafts while combating the economic challenge of affordability through awareness. Globally, localised approaches are key—tailoring solutions to regional mindsets ensures deeper impact.

Q. What role do government policies and international regulations play in shaping the future of sustainable fashion, and how can the industry better align with these frameworks?

A. Policies like plastic ban and ESG guidelines are critical levers for change. But industry and policy must collaborate for long-term impact. Brown Living advocates for stricter regulations, subsidies for ethical brands, building an impact metre and certification as a service in light of India’s participation and global alignment to create a future where sustainability is no longer optional—it is the norm.

Long-term plans (By 2026):

To make environmentally sustainable products easily accessible to the consumers of today with use of AI, hyperlocal and hyper personalisation
To create an awareness about conscious consumption and environment-positive products through the platform
To be a growth platform for artists and small businesses that make environmentally sustainable products
To plant and maintain a million trees by 2027, while we run a sustainable business
We would like to do this by supporting 100,000 artisans, empowering them, and digitising their work through our platform.

Q. What are your long-term goals for the fashion section of Brown Living, and how do you plan to expand or innovate in this space?

Our vision is to make Brown Living the ultimate destination for conscious fashion in India. By expanding into circular marketplaces, introducing rental models, and scaling artisan collaborations, we aim to mainstream sustainable fashion and make it the default choice for urban Indians by 2030.

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